CDN Diversity Pledge

Transcription

1 CDN Diversity Pledge

2 CDN Diversity Pledge Why diversity? Background and mission The Cultural Diversity Network (CDN) began in 2000, when all Britain s major television broadcasters joined forces to achieve fairer representation of ethnic minorities, both on and off screen. The challenge was, quite simply, to change the face of television, and ensure that broadcast media responded to Britain s increasingly multicultural society. This would enable programmes to better reflect modern Britain, portraying people from the widest range of backgrounds. The broadcasters also recognised the link between diversity and innovation: in an increasingly competitive environment, where it is more important than ever to attract the best ideas, it makes sound business sense to maximise our talent pool. Drawing on the skills and experience of people from diverse backgrounds keeps programming fresh and relevant ignoring them stifles creativity, impacts negatively on audiences and hinders talent. Supporting diversity is a win-win formula: it adds depth to our output, increases the talent pool, and adds value to your company. Although we have made some strides forward, we ve still got a long way to go to truly reflect modern Britain in all its richness, especially in off-screen employment - this is why we ve created the Diversity Pledge. With half of content production now taking place in the Independent Sector at a value of 1.35billion each year, it is essential that the CDN works alongside the Independent Production Sector. The Diversity Pledge forms one part of that process. It is expected that inhouse production will also meet the terms of the Pledge. Since then broadcasters have worked together to develop cross-industry initiatives and have shared expertise, resources and good practice. The CDN remains strongly committed to improving the representation and portrayal of ethnic minorities and other under-represented groups across the broadcast media. This sector includes television, radio, multimedia and new digital media, as well as the creative industries supply chain such as craft, technical, and post-production businesses. Sky is the choice of more than one in three homes across the UK, which means our customer base couldn t be much more diverse. It s crucial that our people and our partners reflect that. We are proud to support the CDN/PACT diversity pledge and to play our part in addressing this important issue. As an industry, we simply can t afford to narrow our view and miss out on great talent. Jeremy Darroch, Sky s Chief Executive Diversity in its broadest sense is an inclusive approach that should run throughout an organisation to encourage talent and participation regardless of background, gender, race, disability, age, sexual orientation, religion or belief. This Pledge will give managers the tools they need to bring about change, and more accurately and authentically represent British diversity. It will help turn good intentions into good practice. We are pleased to launch the Diversity Pledge in conjunction with Pact and with the support of the Broadcasting and Creative Industries Disability Network (BCIDN). The BCIDN helps to promote real opportunities for disabled people on screen and in production.

3 How will it be assessed? ITV has made considerable progress on equality and diversity in the workplace and on screen. But to ensure ITV and its content remains relevant to our audiences and to our future employees we, and our suppliers, need to do more. We look forward to continuing to work as part of the CDN to make our industry creatively rich and diverse Michael Grade, Executive Chairman ITV How will the Pledge work? The Diversity Pledge isn t about talk - it s about action that will bring real change to the industry. It s a public commitment by independent production companies and in-house producers to take measurable steps to improve diversity. The pledge is split into four sections covering different aspects of diversity with practical suggestions on how to improve representation and employment. Vitally, the approach is flexible it s up to individual companies to set their own agenda. This may be as simple as choosing a work-experience person from an under-represented group, or casting more disabled and under-represented people in everyday roles. A full range of options are listed below. The Company s Pledge will be renewed on an annual basis by supplying progress information to the CDN. It is envisaged that companies will increase the number of their commitments year on year. This information will be reviewed and acknowledged by the CDN, thus permitting continued use of the Diversity Pledge logo. CDN s host broadcaster (currently Channel 4) will help monitor the scheme and randomly assess a number of companies signed up to the Diversity Pledge each year. This will involve an interview, where you ll be asked to demonstrate evidence of your activities and any outcomes. Each year you ll be asked to show how you re meeting these targets and whether your actions have led to improved diversity within your company. The information you provide will be reviewed annually by CDN, which will then allow you to continue using the Diversity Pledge logo. It s hoped you will choose to gradually increase your commitments year on year. Furthermore, the Editorial Specification Forms for Channel 4, BBC, ITV and Sky will ask if a company has signed up to the Diversity Pledge. The Diversity Pledge demonstrates major broadcasters absolute commitment to diversity. We hope the Pledge encourages the UK independent production sector to produce more output that truly reflects the richness of modern Britain. Mark Thompson, BBC Director General Initially, we will ask companies to sign the pledge and commit to at least two sections, although larger companies may wish to sign all four. This is done by filling in the CDN Diversity Pledge Form at or at pact.co.uk. All signed-up companies will be able to display the CDN Diversity Pledge Logo. Channel 4, BBC, Sky, and ITV will expect all their suppliers and production partners to sign up to this Pledge, and it is expected that other CDN members will do the same.

4 The Diversity Pledge (You must commit to at least two sections and choose one action from each section. The list below are just suggestions, feel free to choose other actions that you can demonstrate achieve the same aims). 1 Recruit fairly and from as wide a base as possible and encourage industry entrants and production staff from diverse backgrounds. Create an Equal Opportunities Policy, ensuring that it is incorporated into working practices and is adhered to at all levels. Ensure recruitment reflects the demographic of the geographical area in which you work. Launch a training scheme to give work placement opportunities to people from diverse backgrounds. Recruit and / or train more people with disabilities. The Access to Work programme will pay up to 100% of the cost of making reasonable adjustments for disabled employees in the workplace. Take on a trainee or work experience person from an under-represented group. Fund additional training for people from under-represented groups at notoriously hard to bridge junctions e.g. AP to Producer/ Director or Producer/Director to Series Producer. Employ a researcher from an existing diversity scheme e.g. Skillset. Contribute to the industry-wide knowledge base on diversity and equal opportunities, e.g. via Skillset s Research Programmes. Contribute to the Skillset Employment Census, which provides anonymised data on different employment groups within the industry. Accurately monitor the diversity of the people working at your company. This data will help to create a true picture of the creative industries workforce. Provide relevant and useful diversity training to staff at all levels to encourage them to celebrate and champion diversity. It can be a great asset to creativity. Provide opportunities for flexible working, particularly for those with caring responsibilities. 2 Encourage Diversity in Output. Ensure that diversity is always authentically and realistically represented on screen, e.g. - Where possible, ensure disabled characters are played by disabled actors (keep records of the work done to find disabled actors to audition for disabled roles) - Discuss your script/characterisation/plotline with people with real experience of diverse and underrepresented groups. Provide an authoritative and noteworthy lead character from a diverse background in at least one of your major brands. Analyse more closely how minority groups are portrayed on screen. What can your company do to ensure more accurate or authentic portrayal? Think about how diversity can enhance a programme idea from the outset and put diversity at the heart of your proposal. Cast disabled people in your mainstream shows that have nothing to do with disability or overcoming adversity. Employ someone on your production team who has experience and expertise of casting contributors from diverse backgrounds. Cast more disabled and other under-represented people in everyday roles and as incidental background characters in a scene. Tell your casting agents and directors to seek out and put forward disabled actors for ANY role not just those roles that are scripted as disabled characters. Continued next page...

5 Continued... Conclusion : What do i have to do? 3 Encourage diversity at senior decision-making level Encourage Top Management to mentor staff from underrepresented groups. Provide work shadowing opportunities for people from under- represented groups. Provide specific training, career development or staff training from under-represented groups. Make your Board and senior management more representative by appointing more people from underrepresented groups at decision making/ board level and review training for these roles. 4 Take part in or run events that promote diversity Read the Pledge (Go to Select at least two sections where your company wants to improve diversity this year and decide what your actions will be. Submit this information on the short form that can be found at or You are now signed up to the CDN Diversity Pledge and you ll get a confirmation as well as the right to display the diversity logo. Furthermore, the Editorial Specification Forms for Channel 4, BBC, ITV and Sky will ask if a company has signed up to the Diversity Pledge. Hold a Company Open Day that invites people from the local area to understand and witness first hand what your company does. Adopt a local school, higher education establishment, cultural or community group, or disability arts group. Develop programmes to attract different or new talent e.g. workshops, open days, work experience, mentoring, invitations to join audiences, work shadowing or bursaries. Collaborate with other production/broadcasters to develop diverse talent. Commit to taking part in events like BECTU s Move on Up or Broadcaster Open Days. Pact members have shown their commitment to diversity over the last three years by signing up to Pact s Diversity Pledge, and we welcome the opportunity to strengthen and broaden this commitment through the new CDN Pledge. The CDN Diversity Pledge is an opportunity for producers and commissioners to work together to build diversity across the industry, and we support it wholeheartedly. John McVay, chief executive of Pact If you re interested in creativity - as everyone in the creative industries should be - then diversity matters. It matters not just for fairness, but for productivity. In a digital world, broadcasters ignore diversity at their peril. Andy Duncan, Chief Executive of Channel 4

6 Any Other Questions? 1. Times are tough enough, why are broadcasters making us do this now? During a recession it is vital to remain competitive. The most creative production companies fare best, and most people recognise the link between diversity and creativity. Broadcasters benefit from a diverse workforce that brings additional skills, experience and fresh perspectives, and adds value to their company. 2. What do I do if I am already a member of PACT S Diversity Pledge? This Pledge replaces PACT s current Diversity Pledge, so you ll need to select a minimum two areas in which your company wants to improve diversity this year and register them online at You won t be automatically transferred, you will need to register online. 3. What happens if I don t sign up? We expect all our suppliers to sign the Pledge. All broadcasters will ask companies if they have signed the Pledge. Those who haven t will be contacted directly and encouraged to do so. Broadcasters want to know that companies support diversity in production, and signing up to the Pledge is a simple way to prove they do. 4. Which companies will be assessed and what form will the assessment take? The CDN Chair (currently Channel 4) will review all information submitted. A few companies each year will be invited to a meeting to discuss in more detail their actions and any outcomes. It is not intended to be punitive, it s meant to help identify what actions work best in improving diversity within a company. 5. How will the information that we give be used? It will be held by CDN and used to measure progress around diversity in the industry. We ll also share best practice by publicising initiatives that have worked well. 6. What happens if we don t meet the commitments that we set out? If the commitments are not met, CDN will want to discuss what happened, and will work alongside you to look at how these commitments can be met in future. 7. How will we know if the Pledge is making a difference? We ll know it s working when we see greater numbers of people from diverse and under represented backgrounds forging successful careers in the media it s that simple! 8. How wide is the scope of Diversity? Diversity in its broadest sense encourages talent and participation regardless of background, gender, race, disability, age, sexual orientation, religion or belief. The CDN initiative targets all these groups and is supported by the BCIDN (Broadcasting & Creative Industries Disability Network). 9. Does it cover overseas/european suppliers? Yes. The Pledge covers all content being made for UK broadcasters. 10. What if I need further information about the Pledge? We are really keen to work with you to make this happen, so contact cdn@acona.com or saahmed@channel4.co.uk Diversity is very much a part of the culture at Turner as our business success depends on our services being popular with all sections of society. Our strategy of Turner For All aims to see that our workforce and services reflect the diversity of our audiences and this pledge will play a major part Jeff Kupsky, President of Turner Broadcasting I welcome the Diversity Pledge. Five aims to reflect the diversity of society across all parts of the schedule. This new commitment by Pact should be of great benefit in helping us to achieve this goal Dawn Airey, Five